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Google has officially announced that it will start accepting gambling ads in Ukraine from July 14, 2025. However, only state-licensed operators and certified aggregators will be allowed to advertise. This change aligns with Ukraine’s local gambling laws and brings the country in line with other regulated markets.
Only Licensed Operators Can Advertise
Google made it clear that only those with valid Ukrainian licenses can run gambling ads. This includes ads for:
- Online casinos
- Sports betting
- Poker
- Lotteries
- Gambling-related promotions
These ads will only be shown to users in Ukraine through platforms like Google Search, YouTube, Google Play, Discover, and Display Network.
All ad content must follow strict rules, such as age restrictions and responsible gambling messages.
How to Get Approved by Google
To run ads, companies must go through two steps:
- Get a gambling license from the Ukrainian authorities.
- Apply for Google certification, just like operators do in other regulated countries such as Germany, Romania, Brazil, and Peru.
This certification includes sending documents to Google for review. Google checks to make sure everything is legal and follows ad policies. Also, if a company’s license status changes, they must inform Google or risk being removed from the platform.
Tight Deadline for Advertisers
The change was announced on June 30, leaving operators with just two weeks to meet the requirements. This quick deadline means only well-prepared companies will be ready in time.
If a company offers more than one gambling product (like both casino and sports betting), they need a separate license for each one. This can make the process longer and more difficult, especially for businesses that are new to the Ukrainian market.
Who Benefits First?
Established operators in Ukraine who already have licenses will likely be the first to take advantage of this change. These companies usually have the legal and technical teams needed to complete the process quickly.
Aggregators businesses that promote games on behalf of others are also allowed under Ukraine’s model. This is different from Brazil, where aggregators are banned.
However, new or smaller companies may struggle. The time, paperwork, and costs involved in licensing and certification may keep them from joining right away. This gives a big advantage to larger firms.
Google’s Global Strategy
Google has only opened gambling ads in countries with strong regulation. In every country, Google works with local rules. For example:
- In Germany, only GGL-licensed companies can advertise.
- In Brazil, only operators approved by the Ministry of Finance can run ads and aggregators are banned.
- In Ukraine, the rules are more flexible. Different gambling types and aggregators are allowed, but only if they are fully licensed and certified.
That said, Google will be strict. If any company breaks the rules either Google’s or Ukraine’s their ads can be taken down immediately, with no guarantee of appeal.
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